My Dragons’ Den Experience
On 6th January 2022, I stepped into the spotlight on BBC One’s Dragons’ Den, Series 19, Episode 1. It was my birthday and I’d got a small following of friends and customers watching then TV show.
Representing Meg Heath Dog Leads, I was there to pitch my anti-theft dog lead, seeking £30,000 for a 5% stake in my business.
We weren’t allowed to say anything until a week before Dragons’ Den aired on BBC 1, the stress and excitement of holding it in for six months was about to blow!
Let’s put this into perspective
I’m a small one-woman business. I live out in the sticks with more dogs than you can shake a stick at. I’d been asked (I didn’t apply to go on the telly), if I’d like to appear on the show, my first reaction was shock I had been asked.
To be fair it was 2021, the year I think most businesses either folder or expanded; my little business was about to see unprecedented growth.
The Pitch
Accompanied by my loyal dog, Top, I introduced a custom dog lead designed with a wire core to deter theft—a growing concern among dog owners during the Pandemic. The lead’s design aimed to prevent quick snatch-and-run incidents, offering peace of mind during walks.
The Dragons’ Response
The Dragons appreciated the craftsmanship and the purpose behind the product. However, concerns arose regarding the market size and the product’s appeal to a broader audience. Peter Jones humorously remarked on the idea of being attached to a dog when faced with a potential thief, suggesting he might prefer to let it go and run off!
When discussions turned to financials, I faced challenges articulating projected profits and growth plans. In all honestly I was. nervous as hell, not only on then day, but during the weeks leading up to the TV appearance, this meant I wasn’t as prepared as I should have been. This lack of detailed forecasting led the Dragons to conclude that, while the product was commendable, it might not offer the scalability they typically seek in investments.
Reflections
Despite not securing investment, the experience was invaluable. Preparing for the pitch pushed me to evaluate my business critically, and the exposure significantly increased interest in my products. Orders surged, and the feedback from viewers was overwhelmingly positive.
To this day (2025), people still mention it to me.
Moving Forward
The journey didn’t end in the Den. The experience reinforced my commitment to providing quality, handmade dog leads and collars. It also highlighted areas for growth, particularly in financial planning and scalability.
Would I do it again?
Hell yes! However life has changed and getting someone to care for my dogs while I’m away is significantly more difficult now than it was then. If I could pull it together, then yes, promoting my dog leads is something I’d be very keen to do.
The day we went to the studios at Manchester, I had my mum as chief looking after the dogs and I hired a security guard to be here as backup for mum and security of the kennels from the crack of dawn until we returned home. Even then there was a tie between the two Munsterlanders!
If you get the chance, my advice would be, Do It!!